It was bound to happen, I suppose. While exchange-traded funds have not yet attracted the multi-trillions of dollars that mutual funds have, ETFs have become popular enough they’re starting to acquire some of the bad habits of their older rivals.

The first generation of ETFs were low-cost, broadly diversified products from firms like Barclays and Vanguard, well suited to average investors wishing to expose the core of their portfolios to the broad equity market.

But we are well into the second phase of ETF proliferation, with more volatile sector ETFs sporting considerably higher price tags. How complex it’s become can be inferred from the fact BetaPro Management Inc. is hosting an all-day Horizons ETF University session today at Ryerson University, part of a seven-city road show. 

BetaPro came under fire last week from consumer advocacy group FAIR for not disclosing clearly enough

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